IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i24p16790-d1003429.html
   My bibliography  Save this article

A Study on Cultural Context Perception in Huizhou Cultural and Ecological Reserve Based on Multi-Criteria Decision Analysis

Author

Listed:
  • Yanlong Guo

    (Anhui Cultural Tourism Innovative Development Research Institute, Hefei 203106, China
    Social Innovation Design Research Center, Department of Design, Anhui University, Hefei 203106, China)

  • Jiaying Yu

    (Social Innovation Design Research Center, Department of Design, Anhui University, Hefei 203106, China)

  • Han Zhang

    (College of Environmental Science and Engineering, Ocean University of China, Qingdao 266100, China)

  • Zuoqing Jiang

    (State Key Laboratory of Vegetation and Environmental Change, Institute of Botany, The Chinese Academy of Sciences, Beijing 100093, China
    College of Resources and Environment, University of Chinese Academy of Sciences, Beijing 100093, China)

Abstract

Tourists’ environmental perception is the decisive factor of cultural tourism experience. Although this topic research is relatively common, there are essential differences between different theme tourism areas. This study selects the national Huizhou Cultural and Ecological Reserve in China as the research object, which has a diverse cultural field, a wide range of researchable levels, and research theoretical support, and focuses on the evaluation of tourists’ environmental perceptions of cultural-themed tourism reserves. The research is in line with the basic consensus of the international community on the relationship between NRM conservation and sustainable development and has a positive significance for cultural conservation. In this study, nine indicators were constructed from the three dimensions of cultural perception, environmental perception, and emotional perception, including mental pleasure, experience comfort, audiovisual richness, cultural awareness, cultural diversity, cultural influence, facilities completeness, environment tidiness, and travel convenience. Questionnaires (283) were distributed, 260 of which were valid. The analytic hierarchy process (AHP) and entropy method were used to study the cultural context perception of Huizhou Cultural Ecological Reserve. The Cronbach coefficient was 0.977, the KMO value was 0.953, and the validity was 91.87%. The research results show that, first, tourists’ perception level from high to low is cultural perception (0.351), environmental perception (0.349), and emotional perception (0.301). Secondly, the factors most strongly perceived by tourists are tourism convenience (0.129), cultural influence (0.126), cultural diversity (0.118), and facilities completeness (0.115). Thirdly, improving tourists’ spiritual pleasure, experience comfort, audiovisual richness, cultural recognition, and environmental cleanliness is conducive to promoting tourists’ perception and experience.

Suggested Citation

  • Yanlong Guo & Jiaying Yu & Han Zhang & Zuoqing Jiang, 2022. "A Study on Cultural Context Perception in Huizhou Cultural and Ecological Reserve Based on Multi-Criteria Decision Analysis," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:16790-:d:1003429
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/24/16790/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/24/16790/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Md. Sahabuddin & Qingmei Tan & Imran Hossain & Md. Shariful Alam & Md. Nekmahmud, 2021. "Tourist Environmentally Responsible Behavior and Satisfaction; Study on the World’s Longest Natural Sea Beach, Cox’s Bazar, Bangladesh," Sustainability, MDPI, vol. 13(16), pages 1-19, August.
    2. Pei Lin & Lili Chen & Zeshun Luo, 2022. "Analysis of Tourism Experience in Haizhu National Wetland Park Based on Web Text," Sustainability, MDPI, vol. 14(5), pages 1-16, March.
    3. Xiaoping Gu & Carter A. Hunt & Michael L. Lengieza & Lijun Niu & Huiwen Wu & Yue Wang & Xiang Jia, 2020. "Evaluating Residents’ Perceptions of Nature-Based Tourism with a Factor-Cluster Approach," Sustainability, MDPI, vol. 13(1), pages 1-19, December.
    4. Stylos, Nikolaos & Vassiliadis, Chris A. & Bellou, Victoria & Andronikidis, Andreas, 2016. "Destination images, holistic images and personal normative beliefs: Predictors of intention to revisit a destination," Tourism Management, Elsevier, vol. 53(C), pages 40-60.
    5. Przemysław Pawelec & Paweł Świder & Wojciech J. Cynarski, 2020. "Martial Arts Tourism: Meta-Analysis of Publications from 2005–2020," Sustainability, MDPI, vol. 12(17), pages 1-13, August.
    6. Eugene W. Anderson & Mary W. Sullivan, 1993. "The Antecedents and Consequences of Customer Satisfaction for Firms," Marketing Science, INFORMS, vol. 12(2), pages 125-143.
    7. Amelung, Bas & Nicholls, Sarah, 2014. "Implications of climate change for tourism in Australia," Tourism Management, Elsevier, vol. 41(C), pages 228-244.
    8. Choi, Andy S. & Ritchie, Brent W. & Papandrea, Franco & Bennett, Jeff, 2010. "Economic valuation of cultural heritage sites: A choice modeling approach," Tourism Management, Elsevier, vol. 31(2), pages 213-220.
    9. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    10. Ying Cao & Mingrui Li & Jianping Zuo, 2022. "Evaluation Analysis and Recommendations for the Development of the Menda Railway Site Based on TOPSIS Model," Sustainability, MDPI, vol. 14(15), pages 1-19, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mohammad Tipu Sultan & Farzana Sharmin & Alina Badulescu & Darie Gavrilut & Ke Xue, 2021. "Social Media-Based Content towards Image Formation: A New Approach to the Selection of Sustainable Destinations," Sustainability, MDPI, vol. 13(8), pages 1-22, April.
    2. Fotiadis, Anestis K. & Stylos, Nikolaos, 2017. "The effects of online social networking on retail consumer dynamics in the attractions industry: The case of ‘E-da’ theme park, Taiwan," Technological Forecasting and Social Change, Elsevier, vol. 124(C), pages 283-294.
    3. Ke Wu & Peixue Liu & Zhenghu Nie, 2021. "Estimating the Economic Value of Soundscapes in Nature-Based Tourism Destinations: A Separation Attempt of a Pairwise Comparison Method," Sustainability, MDPI, vol. 13(4), pages 1-23, February.
    4. John, Surej P. & De'Villiers, Rouxelle, 2020. "Elaboration of marketing communication through visual media: An empirical analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Nuria Recuero Virto & María Francisca Blasco López & Juan Antonio Mondejar, 2021. "Willingness to Pay More: The Quest for Superstar Museums," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 14(1), pages 101-114.
    6. Wasib B Latif & Md. Aminul Islam & Idris Bin Mohd Noor, 2014. "A Conceptual Framework to Build Brand Loyalty in the Modern Marketing Environment," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 4(10), pages 547-557, October.
    7. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    8. Philipp Afèche & Mojtaba Araghi & Opher Baron, 2017. "Customer Acquisition, Retention, and Service Access Quality: Optimal Advertising, Capacity Level, and Capacity Allocation," Manufacturing & Service Operations Management, INFORMS, vol. 19(4), pages 674-691, October.
    9. Tao Liu & Ying Zhang & Huan Zhang & Xiping Yang, 2021. "A Methodological Workflow for Deriving the Association of Tourist Destinations Based on Online Travel Reviews: A Case Study of Yunnan Province, China," Sustainability, MDPI, vol. 13(9), pages 1-15, April.
    10. Hui, Xiang & Klein, Tobias & Stahl, Konrad, 2022. "Learning from Online Ratings," CEPR Discussion Papers 17006, C.E.P.R. Discussion Papers.
    11. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    12. Angulo-Ruiz, Fernando & Pergelova, Albena & Cheben, Juraj & Angulo-Altamirano, Eladio, 2016. "A cross-country study of marketing effectiveness in high-credence services," Journal of Business Research, Elsevier, vol. 69(9), pages 3636-3644.
    13. Andreas Herrmann & Michael D. Johnson, 1999. "Die Kundenzufriedenheit als Bestimmungsfaktor der Kundenbindung," Schmalenbach Journal of Business Research, Springer, vol. 51(6), pages 579-598, June.
    14. Sharma, Mahak & Antony, Rose & Sehrawat, Rajat & Cruz, Angel Contreras & Daim, Tugrul U., 2022. "Exploring post-adoption behaviors of e-service users: Evidence from the hospitality sector /online travel services," Technology in Society, Elsevier, vol. 68(C).
    15. Han-Shen Chen & Chu-Wei Chen, 2019. "Economic Valuation of Green Island, Taiwan: A Choice Experiment Method," Sustainability, MDPI, vol. 11(2), pages 1-17, January.
    16. Yeung, Matthew C.H. & Ramasamy, Bala & Chen, Junsong & Paliwoda, Stan, 2013. "Customer satisfaction and consumer expenditure in selected European countries," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 406-416.
    17. Vishal Gaur & Young-Hoon Park, 2007. "Asymmetric Consumer Learning and Inventory Competition," Management Science, INFORMS, vol. 53(2), pages 227-240, February.
    18. Gaurav Khatwani & Gopal Das, 2016. "Evaluating combination of individual pre-purchase internet information channels using hybrid fuzzy MCDM technique: demographics as moderators," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 12(1), pages 28-49.
    19. Brady, Michael K. & Robertson, Christopher J. & Cronin, J. Joseph, 2001. "Managing behavioral intentions in diverse cultural environments: an investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers," Journal of International Management, Elsevier, vol. 7(2), pages 129-149.
    20. Tae-Seung Park & Jun-Su Kim & Jiyoun Kim, 2021. "The Impact of Perceived Hapkido Service Quality on Exercise Continuation and Recommendation Intentions, with a Focus on Korean Middle and High School Students," Sustainability, MDPI, vol. 13(6), pages 1-10, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:16790-:d:1003429. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.